Super Growing a regional hero to a value of S$1.45billion

Super

Growing a regional hero to a value of S$1.45billion

Country

Industry

Year

2013

Coffee Brands: As a regional pioneer of 3-in-1 coffee the Super Group grew to a leading instant beverage producer in Southeast Asia, with more than 300 products distributed in over 50 countries. To expand further, the need to organise the business around its brands was identified. This meant finding an ‘emotional lighthouse’ for the corporate brand, developing a portfolio strategy for the products & designing appealing packaging to give everyone something to look forward to.

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Marketing &
Communications

The brand promise of ‘Something to look forward to’ & brand personality of ‘Optimism’ drove every element of the groups communications, from a new identity, to the ‘take life by the handle’ tagline. Multiple websites were designed to reflect the new brand architecture and product portfolio, with each website designed for their specific audiences.

People & Culture

Our ‘brand engagement’ workshops brought together Super’s senior members of staff to ideate internal initiatives. Follow up sessions involved broader groups of staff to flesh out key initiatives. These sessions allowed us to identify members of staff to become those brand ambassadors. Tangible then helped with the brand launch at the ‘Red Dot Museum’ to ensure the brand was launched successfully to Super’s partners and staff.

Products & Services

A clear brand architecture & product portfolio was created that formalized the B2B offer; ‘Super Food Ingredients. The product portfolio was rationalized to create clear product ranges within each category & the product packaging was all completely redesigned to target specific market segments.

Spaces & Places

Tangible developed Super’s flagship retail outlet in Malaysia. The project involved defining the format of the retail space, ideating the F&B offer and creating the interior design concept. We involved staff in an interior design ideation day that resulted in the design direction of the outlet. Tangible then developed the brief for the retail management team to source the central kitchen, find a suitable location and manage the roll-out.

“Working with Tangible was one of the best decisions the Super Group has made to move our brand forward”.

Elaine Teo, General Manager of Super Group

“Working with Tangible was one of the best decisions the Super Group has made to move our brand forward”.

Elaine TeoGeneral Manager of Super Group

Results

Sold for S$1.45 billion

The Super Group is bought for S$1.45 billion by Dutch beverage giant Jacobs Douwe Egberts (JDE)

No.1 Seller of instant coffee

Super is now the biggest seller of instant coffee in Singapore

Expanded across the region

They've expanded their manufacturing, distribution and brand presence across the region, putting them in the right position to tap Asia's consumption growth